The alcoholic beverage industry in India is unique in that it is a dark market, so Alco-Bev brands are not permitted to directly advertise to consumers. Additionally, post-pandemic, Indian consumers have widely adopted a digital way of life, so promotional dollars have subsequently shifted to a more technology-oriented approach.
With the direct advertising restrictions in mind, we are looking for a 360-degree promotional activation to reach our consumers in the Indian market. A 360-approach should be a full-circle, interactive and engaging journey to increase brand loyalty and provide a rich customer experience.
Examples of components might be a gamification piece, augmented reality, a unique rewards program, chatbot, AI, on-premise flyers and posters, a QR code on the bottle or package that leads to a social media page, etc. that interact with each other to create a brand journey.
- Propose a 360-degree, cross-channel campaign that will promote engagement and brand loyalty among consumers for an Alco-Bev brand in India.
- Ideally, this would incorporate some sort of unique rewards system to compel customers to interact with our brand.
- Cross-channel could include social media, OTT and mobile networks, off-premise (in-person store purchases), packaging, etc.
- Specifically, how will consumers engage with your proposed idea?
- Imagine the customer journey from first becoming aware of a brand all the way through to a purchase, and thereafter.
- What are the steps or actions a customer might take to engage with the different pieces of your proposal?
- How will rewards accumulate and be redeemed? What might the rewards consist of?
- (Optional) If it will strengthen your submission, feel free to attach an artistic rendering (sketch, mockup, design, etc.) of your idea(s) and how a consumer might interact with it.
Things to keep in mind:
- Indian age restrictions on alcohol purchases are 21+ and 25+
- A rewards system should be chance-based and interactive.
- Technology choice should not ask consumers to download an exclusive app for a richer experience.
- Bear in mind that a trade / an off-premises outlet where users go and buy alcohol is not equipped with a modern tech stack including Wi-Fi. We invite solutions to be mobile-centric that the consumer holds. For promotions, posters/flyers placements are available.
- 1-10 Scale